Reference no: EM133086641

How is "brand" different from "product?"Why should we work to build brand equity?
Why are brands important? What does branding do?
What does market segmentation have to do with brand management?
What does it do for us to take on the perspective of customer-based brand equity?
How can brand equity be considered as a bridge from the past to the future?
What kinds of associations do marketers want to make for their brands and why is this important?
Describe how associative networks can be used to explain how consumers store brand information in their minds.
We talked about brand awareness. Part of that awareness is that the brand exists. What are other things that marketers want people to be aware of regarding their brand?
What is brand image and how can marketers use it to build brand equity?
Explain positioning and tell how it relates to market segmentation.
Explain how points of parity and points of difference are used by brands to establish their position in the market.
Explain how the factors in the brand resonance pyramid can be used to cause the brand to resonate with the target market.
Why do we want our brand to have resonance?
What do brand judgments do for consumers and how are these judgments formed?
How do marketers create brand value?
Provide some examples of brand elements and give two examples to help explain how these can be used to build brand.
Describe how marketing mix elements such as IMC and price can be used to affect brand.
Why are disintermediation and channel transformation taking place? Provide an example.
Explain how IMC can be utilized to build brand equity.